Published by maria gbaf
Posted on November 12, 2021
4 min readLast updated: January 28, 2026
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The global mezcal market is expanding as younger consumers prefer it over tequila, driven by e-commerce growth and luxury spirit demand.
The global mezcal market is slated to remain bullish as alcohol consumption grows exponentially. Agave-based liquors have garnered attention in the span of two years as the pandemic shut down physical stores, opening up opportunities for online sales. The phenomenal growth of e-commerce is expected to lead the market during the forecast years of 2021 and 2025. The evolution of drinking habits, availability of products across geographies, and unprecedented rise of the HoReCa industry have collectively contributed to the swelling mezcal tide in recent years. Analysts at Fairfield Market Research state that the demand for luxury spirits amongst the upper-middle class seeking finer experiences is expected to bode well for the market in the next five years.
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Increased Spending on Dining Out Favours Global Mezcal Market Growth
In recent years, the demand for mezcal, an agave-based liquor, has exploded as the dining out culture has evolved even amongst the emerging economies. The rise of pub culture fed by Millennials and now Generation Z has mezcal consumption a boost. Often marketed as a luxury product, mezcal has become a status glorifying drink as scores of consumers are willing to pay a premium for it. The ever-growing hype around cocktails has stirred up the demand for mezcal in cocktail menus, increasing sales. This market also stands to benefit as the trends such as organically-sourced, natural, and functional beverages make their way into restaurant menus, luring young consumers.
Online Retail Platforms Give Mezcal a Global Platform
The evolving retail sector with the rise of e-commerce platforms is expected to give the mezcal products a huge impetus, says Fairfield Market Research. Several mezcal brands are positioning themselves as premium alcoholic beverages, targeting consumers in urban areas. E-commerce platforms such as Amazon and Walmart who already have a strong clientele for retailing beverages are expected to pave the way for mezcal as well. In addition to online retailing, boutique alcohol stores are also expected to create a brand positioning for the product as liking for cocktails and premixes grows amongst consumers.
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North America to Continue Dominance as Production Increases
The U.S. leads the global mezcal market due to the strong presence of brands in the country. Growing investments in agave plantations are expected to create a positive impact on the regional market. The initial findings suggest that the U.S. will retain its dominance in the coming years due to the growing number of mezcal breweries. Historically, Oaxaca in Mexico has been at the heart of mezcal production, which is now exporting to the U.S. and UK.
Meanwhile, UK is also expected to be a lucrative market for mezcal brands as the spirit makes its way into local bar menus. China too is expected to be an integral consumer of mezcal as the young population prefers it over tequila. In the coming years, beer and tequila consuming countries such as Brazil will show a higher preference of mezcal, says Fairfield Market Research.
Some of the key players operating in the global mezcal market are Ilegal Mezcal, El Silencio Holdings INC., Pernod Ricard, Rey Campero, Craft Distillers, William Grant & Sons Ltd., Mezcal Vago, Mezcal Amores, Wahaka, Mezcalgulroo, and Los Danzantes.
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The article discusses the growth of the global mezcal market, driven by younger consumers and online sales.
Mezcal is gaining popularity due to its appeal as a luxury spirit and the evolving drinking habits of younger generations.
North America, particularly the U.S., is leading in mezcal consumption, with growing interest in the UK and China.
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